Skip to main content
Western Kentucky University


WKU offices in Bowling Green will open at 10 a.m. Friday. Classes Friday remain canceled and campuses in Glasgow, Owensboro and Elizabethtown/Ft. Knox remain closed Friday. Saturday classes in Bowling Green will proceed as scheduled. Here is a link to the University’s attendance policy during adverse weather conditions. Use caution and watch for slick spots on roads and walks. 

Residence Halls remain open until noon Saturday. Bemis & Barnes have space for those who need to stay longer. Visit WKU Housing & Residence Life for more information.

The high school regional basketball tournament games scheduled for Wednesday night were canceled. Games will be rescheduled for Friday/Saturday. Follow WKU News for the latest updates. #WKUAlert

CWD: Market Motive

PPC & Paid Search Marketing (OMCP® Preparatory) (35 Hours)

With your competition getting smarter every day, it's critical not only to have a strong foundation in pay-per-click principles, but an advanced understanding in keyword research, ad copy, formula-based bidding strategies, PPC economics and customer psychology. Join Brad Geddes and Bryan Eisenberg for a no-nonsense approach to PPC education, as you learn a comprehensive, cross-discipline approach to designing, building, and maintaining your PPC programs.

Whether you’re new to digital marketing or a seasoned professional, this course will broaden your skill set and improve your ability to deliver real value for yourself, clients, and employers. Streaming video lessons, downloadable workbooks, and web-based quizzes and tests are all available online 24x7.

Recommended prerequisites: PPC Foundations

This course is preparatory for the OMCP™ Certification test.

Pay Per Click (PPC) Advertising Curriculum:

  • Introduction to PPC Advertising
  • Introduction to Keywords and Match Types
  • Writing Effective Ad Copy & Introduction to Landing Pages
  • Campaign Settings
  • Conversion Tracking, Bidding, & Reporting
  • Utilizing the Display Network
  • Account Organization
  • Understanding Quality Score
  • Creating Your Account Strategy & Launching & Monitoring Accounts
  • Supplemental Material: Testing & Advanced Landing Page Strategy
  • Supplemental Material: Tools & Other Networks

At the conclusion of this course, you will receive a Certificate of Completion from WKU.

Note: documents in Portable Document Format (PDF) require Adobe Acrobat Reader 5.0 or higher to view,
download Adobe Acrobat Reader.

Note: documents in Excel format (XLS) require Microsoft Viewer,
download excel.

Note: documents in Word format (DOC) require Microsoft Viewer,
download word.

Note: documents in Powerpoint format (PPT) require Microsoft Viewer,
download powerpoint.

Note: documents in Quicktime Movie format [MOV] require Apple Quicktime,
download quicktime.

 Last Modified 2/9/15